The 1926 Oakland was essentially the same as the upstart Pontiac, so why did the new brand outsell its established counterpart?

At first blush, it would be fair to say that the auto industry was saturating the market in the 1920s. Hundreds of companies were producing multiple models aimed at different price brackets, and many of these models were all too similar to each other's offerings. But in reality, that abundance of vehicular options was the result of the country's ever-increasing rate of prosperity.

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Of course, not all auto companies came out ahead, especially when General Motors was agitating for an ever-larger market share. Yet even as big and multi-faceted as GM was at the time, there was still a price gap between Chevrolet and Oldsmobile that needed to be filled. The result was Pontiac, which was handed to a still economically viable Oakland for the 1926 model year, a division that just a few years earlier started to show signs of needing a shot in the arm.
So successful was the new Pontiac division that it not only outsold Oakland, but it outlived its older sibling by nearly eight decades. It's strange that a companion car could achieve the unachievable, especially when the two nameplates were aimed at different income levels. In practice, it's easier to understand when you physically compare same-year "identical" models side-by-side, which is exactly what we did last April when we came upon a 1926 Oakland and a 1926 Pontiac at the AACA's Southeastern Spring Meet, held at the Charlotte Motor Speedway.
The gray Oakland is owned by Jamestown, North Carolina, resident Ralph Proscia, while Bill Adams of nearby Lexington owns the Cobalt blue Pontiac. Both cars are five-passenger two-door coupes, with their fenders painted black.
Introduced into the Oakland line for the 1925 model year, the coupe was built on a 113-inch wheelbase chassis featuring a semi-elliptic leaf-sprung suspension; Ralph's example also has the optional tension-sprung shock absorbers. It's equipped with a 44hp, 185-cu.in. straight-six engine, three-speed manual transmission and a differential containing steep 4.73:1 ratio gears and standard semi-floating axles; a standard driveshaft links the transfer of power.
Weighing in at roughly 2,600 pounds, it also features four-wheel mechanical brakes. With a $1,215 list price, the Oakland was placed in direct competition with the likes of Moon, Nash, Studebaker, Flint and Willys-Knight, to name but a few. With the addition of other body styles in its lineup beyond Ralph's coupe, Oakland was able to produce a combined model-year total of 58,827 automobiles.
The Pontiac also touts a three-speed manual transmission and a straight-six engine; at 186.5 cubic inches, it's slightly larger than its sibling, yet produces less power than the Oakland, with just 36hp. The wheelbase is also slightly smaller at 110 inches, complete with a semi-elliptic leaf-spring suspension and a similar differential containing taller 4.18 gears, although a torque tube is used instead of a driveshaft. With a two-wheel mechanical brake system fitted on the rear wheels, the car weighs just a hair over 2,300 pounds. Priced at $825 without options, the Pontiac was positioned squarely against Dodge, Star, Overland and Ajax. The freshman make managed to sell a shocking 76,742 cars between its two models, the other being a two-door coupe.
In theory, the two cars couldn't have been further apart when new: the higher priced Oakland's quality and luxury pitted against the economy and volume of the cheaper Pontiac. Visually, however, they are virtually identical: black fenders, sunvisor, cowl lamps, headlamps, 12-spoke artillery wheels, optional taillamps and a fuel gauge mounted on the fuel tank. With a price difference of nearly $400, a few horsepower and two fewer brake drums as the major distinguishing factors, it's easy to see why one quickly outsold the other. But there's more to the story than basic mechanical differences.
Interior appointments were largely similar as well. Both featured a simplistic instrument panel--speedometer, and oil and amp gauges--as well as a manual choke. A wooden steering wheel, electric horn, rearview mirror, windshield wiper and chromed window cranks were also included. Passengers in both cars sat on soft corduroy upholstered seats with carpeting at their feet--rear passengers also had a footrest--while a dome lamp provided light during evening hours. Suddenly, the Pontiac was the better deal, especially at a time when $400 was just over a quarter of your average yearly salary.
"They really did shoot themselves in the foot," said Ralph, referring to Oakland. "There were subtle differences that a buyer could notice if they took the time. The Oakland, being the moderate luxury car that it was, had a little better paint finish, the trim was slightly different and the car as a whole was just a bit wider and longer. The same could be said of the interior. It was a little more luxurious, more plush. It was also contoured or sculptured just a tad differently. When you sat inside the Oakland, it was like sitting on somebody's couch, but still not all that different from Pontiac's seat. Quality control was excellent in both models as well, so when customers started to compare the two brands, all they really saw was the price difference."
As for restoring either coupe, it's best to pay attention to those subtle differences. "Clearly there's a difference with the engines, but it's more than just bore size and compression ratios," cautioned Ralph. "Oakland used a one-piece cylinder head with a 5.0:1 compression ratio, while Pontiac used a two-piece head design that had a lower 4.8:1 compression ratio. Oakland used Stromberg carburetors, while Pontiac made use of a Carter; both were single-barrel downdraft types."
The differences go beyond the engine. As an example, the front leaf springs of both cars measure 36 inches in length, but the leaves on the Oakland are two inches wide versus Pontiac's narrower 1.75 inches. The rear pair is altogether different in length: the Oakland's are 52.5 inches, while the Pontiac's are 54 inches. Brake drums, wheels and tires are also on the list of differences. "Some parts are shared with other makes," added Bill. "The kingpins on my Pontiac are the same that were used by Chevrolet, and you can use brake drums for a 1926 Chevy."
"There are some things that may be interchangeable," said Ralph. "I know for a fact that the axles are identical between makes, which leads me to believe that if you really wanted to, you could swap the differentials, and possibly even the transmissions. Although I have not tried, you might be able to swap out the wheels as well, but you would have to make sure the hubs match up."
As for their bodies, although both cars appear to be almost identical in shape and size, they are not. There is enough minute dimensional difference that none of the body panels can interchange from one car to the other. But what about their driving characteristics?
Ralph purchased his Oakland in 2006, after it had already been subjected to a complete restoration to factory-built specifications, including restoring the now-rare corduroy upholstery. He told us: "The engine is rather strong and it can easily get up to 65 MPH if you have the room to exercise it, but you really don't want to do that because of the steering and wheels--they don't call them artillery wheels for nothing. If you're not paying attention, it'll start to wander all over the road. And because the steering was primitive by today's standards, you have to steer with your shoulders. You, and especially the car, will be more comfortable cruising at about 40-45 MPH. Shifting the transmission is rather smooth, but because there's no synchronizer, you have to double clutch every time you shift gears.
"You also need to plan ahead," continued Ralph. "Most people don't know what it takes to stop one of these cars. I have a bit of an advantage because my Oakland has four-wheel brakes, but you're still dealing with a mechanical system consisting of pushrods and cables connected to bell cranks with contracting bands. You really need ample stopping distance, which needs to be increased the faster you go. As for cornering, you don't want to be going too fast. The car is top-heavy, and you can feel it as soon as you enter a corner--which means if you are pushing it, it won't take much to shift the center of gravity and roll it over. However, at leisurely speeds, it's very smooth. And the suspension is average for the era, but the shocks do make a difference in the overall ride quality."
The Pontiac was complete and in running condition when Bill purchased it in 1997, although it required some additional restoration work. That included new rear fenders, patch panels on each door, wheel bearings and upholstery. Because of the aforementioned scarcity of the correct corduroy weave, Bill selected Bedford cord as a replacement material, which does not take away from the comfort Pontiac built into the seats. Additionally, the Pontiac's engine was rebuilt with lighter aluminum pistons, a new flywheel and the correct Carter one-barrel carburetor--all items that should not enhance the performance above and beyond factory output under normal driving conditions.
"The engine is very comparable to the Oakland's in that the car does not like to run faster than 40-45 MPH, even though it is capable of a little bit more," Bill said. "You have to shift it in the same double-clutch manner, although I just had my transmission rebuilt, so it's now a very smooth shift. The Pontiac is a little top-heavy as well--you feel it more on sharp curves--but it corners well with just a little bit of body roll if you're going slow enough. The exception to this is in tight locations, such as trying to maneuver in a parking lot--you really have to work at the steering wheel to get the car to do what you want it to. Without the shocks, you will feel a little more of the imperfections on some road surfaces.
"As for braking, the two-wheel mechanical brakes will stop the car, but you need a little more space to work with than the Oakland. Of course, like any other car, the newer the bands and drums, the better it'll stop--and it's always best to plan ahead and stay alert. Something to watch for is the split wheel rims bending out of round. After years of tire swaps, that's what happened to my rims, which caused a shimmy."
Clearly, Bill's assessment of his Pontiac's performance places it in line with the more upscale Oakland. Two cars from the same company fold, so alike in so many ways. For today's collector, the choice between the two makes boils down to a matter of preference. Similarities aside, Oakland still stands for a mild level of opulence, while Pontiac is the affordable upstart at its infancy. No matter your choice, both enjoy a strong following and will make for an enjoyable experience.
Owner's view Oakland's ad slogan during the Twenties was 'Sturdy as an Oak,' which could not be any more fitting of this car. Back in 2008, we drove this Oakland on the 100th anniversary of the Savannah races in Georgia, replicating the 25-mile course through the streets of Savannah. My wife and I logged almost 500 miles that week without one bit of trouble. We even drove the car on the Hutchison Island race course, where we could really open it up. These cars were built to drive; we add an average of 1,000 miles annually. It's a great car that you can really enjoy the hobby with." - Ralph Proscia
SPECIFICATIONS

1926 Oakland

1926 Pontiac

Base Price:

$1,215

$825

Engine

L-head straight-six

L-head straight-six

Displacement:

185 cubic inches

186.5 cubic inches

Horsepower:

44 @ 2,500 RPM

36 @ 2,400 RPM

Carburetor:

Single-barrel Stromberg

Single-barrel Carter

Transmission

Three-speed manual

Three-speed manual

Rear gear ratio:

4.73:1

4.18:1

Steering:

Worm and nut

Worm and gear

Brakes:

Four-wheel mechanical

Two-wheel mechanical

Suspension Front:
Rear:

I-beam axle
Solid axel

I-beam axle
Solid axel

Wheelbase:

113 inches

110 inches

Overall length:

172.5 inches

151.25 inches

Overall width:

67 inches

67.50 inches

Overall height:

71 inches

72.75 inches

Shipping weight:

2,640 pounds

2,335 pounds

Production:

58,827

76,742

VALUES

1926 Oakland

1926 Pontiac

Low

$4,000-$6,000

$6,000-$8,000

Average

$8,000-$10,000

$11,000-$13,000

High

$12,000-$14,000

$16,000-$18,000

Owner's View
Early Pontiacs are somewhat rare, and body parts may be hard to find. If you intend to restore one, it's best to find one as complete and with as little rust as possible. Before tackling the project, it's best to talk to club members who might be able to provide helpful hints and tell you where to find parts. When it's completed, the Pontiac is a fun car to drive so long as you remember its limits. This Pontiac was a father/son project that we enjoyed doing--the car now belongs to my son, William. We drive it roughly 500 miles annually and it starts rather easily. One of the other aspects we like about owning an enclosed coupe versus a touring car--it's good in rainy or cold weather." - Bill Adams

This article originally appeared in the July, 2011 issue of Hemmings Classic Car.